- Situation:

In the English course market there is a tendency towards commoditization and a price war for students. At the same time, a promise from certain schools that you can learn English, sleeping, or in 30 days. CNA is a brand with 50 years on the market and wants to differentiate itself from these competitors if it enters a price war.

- Briefing:

CNA languages is an English school with face-to-face and digital activities that encourage you to practice English the way it should be done. On a daily basis and frequently. There are more than 400 activities that students engage in every week in class. The Gaming Exchange is an excellent way for these activities to be scaled up and reach many more people to show the school's difference.

Goals:

Break the communication bubble and take the CNA languages brand to education, gaming, general and economic news, etc.

CNA Idiomas created the exchange for English language students within Fortnite, the most used game in Brazil. With an exclusive map, created for CNA that simulates how to understand and speak in an exchange student's everyday environments, such as customs, restaurants, social interactions, etc. As it is, in essence, something that interests young people, games and parents, education and preparation of the child for new challenges, amplification on TV programs with education and travel editorials, in addition to innovation helped the campaign to obtain Game visibility and engagement within Fortnite.

- Taking advantage of the widespread desire of families of students who at the same time do not have the resources to make this trip, the average income of a Brazilian family ranges from 3 thousand to 7 thousand reais and a 6-month program for a student is around 8 thousand reais, required by the American government to grant a student visa. With the Gaming Exchange CNA it brings the possibility of pleasing parents, with an increase in the practice of English, with one of the passions of young people, which is the Game Fortnite. - In addition to the 100 thousand students and hundreds of CNA teachers who enter the platform daily to take practical classes, the publicity strategy was to present the brand to other audiences through influencers and increase the number of students. The action allowed us to earn approximately 4 million reais in earn media.

The execution of the project involved the creation of the largest map ever created by a brand in Fortnite. Development took 3 months – November 2023 to January 2024. After completion, there was a period of testing with gamers and developers, along with a Teaser made by social influencers. The launch took place on 01/27/2024 with simultaneous lives of Brazilian and American streamers playing alongside CNA students and the participation of one of the best-known gaming influencers in Brazil (@malena) and one of the most influential Fornite players on the planet (@patriot). Then, the map was opened to any player and the access code was released in a 360 campaign (TV, radio, OOH, digital and influencers). We also promoted the map to international Fortnite communities to attract native English-speaking players to the map. Currently, the map remains online and 2 updates are planned in the coming months.

The game provided the experience of an exchange for 3,600 CNA students in just one week. After being opened to the public, the map had an average of 5000 unique players per week, with an average stay time of 42 minutes. The peak number of concurrent players was 4 times higher than the average for other brand maps. The campaign received mentions in 48 Brazilian and 16 international press outlets, including:

Fox, CBS and NBC. Total value in Earned Media of 980,000 dollars OOH: 3MM impacts Radio:

1.5MM impacts Digital (meta and google): more than 10.5MM impressions

TOTAL MEDIA: 15MM impressions/impacts with paid media

And the most important result for the CNA: the game provided more than 200,000 minutes of contact for Brazilian students with the American language and culture.

Impressions

31.564.179

EARN MEDIA:

R$ 2.219.600,00.